Effie 2011 took place on the evening of 14 December 2011 in Mumbai. Ogilvy took home the big prize of Agency Of The Year. JWT India placed second in the final tally, with Lowe Lintas and DDB Mudra tied for third place. Taproot won the Grand Effie for 'Pepsi - Change The Game'. Cadbury's was declared the Client Of The Year.